ANNUAL TOURISM REPORT
2013
Finland
Article 3 of Council Decision 86/664/EEC1 of 22 December 1986 establishing a
consultation and cooperation procedure in the field of tourism stipulates that:
"...each Member State shall send the Commission, once a year, a report on the most
significant measures it has taken and, as far as possible, on measures it is considering
taking in the provision of services for tourists which could have consequences for
travellers from the other Member States. The Commission shall inform the other Member
States thereof".
The following reporting form aims at facilitating compliance with this Council Decision.
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SECTION 1 TOURISM ORGANISATION AND GOVERNANCE
This section is aimed at reporting on the following:

Administrative organisation

Territorial organisation

Organisation and links between the national tourism authority and the provinces
/ regions

Organisation and links between the national tourism authority and industry
associations, stakeholders and customers
1.1. Short description of the administrative and territorial organisation of public
bodies responsible for tourism
The responsible ministry for tourism policy is the Ministry of Employment and the Economy. It is
responsible for defining the priorities of tourism policy, for the general development of tourism, and the
coordination of support measures for tourism. It is also responsible for preparing legislation on tourism
and maintaining international relations in the tourism sector.
The Finnish Tourist Board is a national agency under the Ministry of Employment and the Economy
responsible for actively promoting Finnish tourism. The Finnish Tourist Board works closely with
ministries, travel businesses, transport companies and Finnish regions. This cooperation involves
research, product development and, above all, marketing of leisure tourism to Finland from abroad.
Outside Finland, the Finnish Tourist Board promotes Finnish tourism using the name Visit Finland.
In addition, other organizations supporting the tourism industry development in Finland are for
example Finnish Safety and Chemicals Agency (Tukes) that supervises and promotes consumer
safety, Metsähallitus that manages nature conservation and hiking areas and Finpro that is a national
trade, internationalization and investment development organization.
At the territorial level, there are various public authorities handling local tourism affairs, together with
other tasks. In 2010, as part of the reform project for regional administration, two regional state
administrative bodies were established, the Regional State Administrative Agencies and the Centres
for Economic Development, Transport and the Environment (ELY). These agencies foster regional
parity by executing all legislative implementation, steering and supervisory functions in the regions.
ELY-centres on the other hand manage the regional implementation and development tasks of the
state administration, offering financing, advisory, consulting and training services for tourism
companies’ business development. There is a sector manager for tourism who acts as a national
expert on tourism for all ELY Centers. In additions, each ELY-centre has also a named contact person
for tourism affairs. Regional Councils, as joint municipal authorities, are in charge of regional planning
and they supervise the regional interests, including the development of the tourism sector.
There are also about 30 regional tourist organisations in Finland that have varied objectives, tasks and
ownership structures. Locally, tourism issues are handled by municipalities and local tourist
information offices.
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1.2. Organisation chart reflecting the above described administrative and territorial
organisation.
EU
Parliament
Government with ministries (most imporant related to tourism)
Employment &
Economy
Finnish
Tourist Board
Tekes
Centres of
Expertise
Finnish Competition
and Consumer
Authority
Finnish Safety and
Chemicals Agency
Centre for
Economic
Development,
Transport
and the
Environment
(15)
Nordia
Management Ltd
Environment
Transport &
Communications
Municipalities
Finnish
Environment
Institute
Statistics
Finland
Universities
Polytechnics
Vocational
Other schools
Regional
councils (18)
Foreign
Embassies
Regional
Development
centres LTD
Finavia
Regional State
Administrative
Agencies (6)
Interior
Education
& Culture
Finnish
Transport
Agency
Rural policy
Committee
Finpro Invest in Finland
Finnvera
Finance
Regional
tourism
organisations
(30)
Strategies, Development programmes, Projects, Working groups
Entrepreneurs
Tourism related trade unions, entrepreneural organisations, umbrella organisations
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Finland
Promotion
Board
Agriculture&
Forestry
Agency for
Rural Affairs
Metsähallitus
Finnish Forest
Reaserch Institute
Finnish Game &
Fisheries R I
Rural Network of
Finland
1.3. Relationship and main areas of cooperation between national/regional public
tourism bodies and the most significant / active private organisations /
stakeholders / industry associations /unions / consumer organisations
Finnish Hospitality Association (called MaRa in Finnish)
- operates as a guardian for tourism related industries to and in Finland
- represents organisations such as hotels, restaurants, amusement parks, programme services
- 2400 member organizations
- representation in various working groups
Association of tourism organisations in Finland (called SUOMA in Finnish)
- Serves as an umbrella organization for regional tourist organisations, tourist centre organisations
and tourist information offices in Finland and supervises their interests with respect to central
organisations in the tourist industry, state tourist administration and other organisations operating
in the industry, without seeking direct
financial gain or benefits for its members.
- it has 20 regional tourism organization members and 117 local tourism offices members
- presentation in various working groups
The Association of Finnish Travel Agents (AFTA, SMAL in Finnish)
- looks after the interests of tour operators and travel agencies. It is a member of ECTAA, the
European Travel Agents' and Tour Operators' Associations. AFTA has more than 160 full
members with some 300 offices and around 75 associate members, including airlines, shipping or
land transport companies, accommodation businesses and tourism sector magazines.
- presentation in various working groups
The Finnish Ski Area Association (SHKY)
the umbrella organisation of Finnish ski resorts, has a membership of 73 ski resorts and 47 ski
schools. Members represent 99 % of the entire industry’s lift ticket turnover.
presentation in various working groups
1.4. Existing national/regional specific legislation on tourism
The principal of industrial freedom is very strong in Finland and it means that all EEA residents may
carry on legal trade without a license from the authorities. Therefore there are very few tourism
specific legislations.
-
The Act on Accommodation and Food Service Operations (308/2006)
Package Travel Act (1079/1994)
Travel Agency Act (1080/1994) and Decree (366/1995)
Finnish Tourist Board Act (1424/2011) and Decree (1425/2011)
Consumer Safety Act (920/2011)
SECTION 2 - MEMBER STATE ECONOMIC DATA AND TOURISM BUDGETS
This section is intended to provide an overview of the key statistical information about the
general tourism economic environment of the Member States.
See annex “Statistics”
SECTION 3 NATIONAL TOURISM POLICY AND STRATEGIES
This section aims at collecting information on the Member States general strategic vision as
well as the specific objectives of their tourism policies.
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3.1. Key mission, main medium and long-term objectives and the main targets of your
national tourism policy.
Finland’s Tourism Strategy to 2020 – 4 good reasons to develop tourism industry in Finland
A revision of the tourism strategy in 2010 concentrates in actions, which can be implemented by the
public sector.
Strategic aims are:
- to increase the number of employment in all tourism braches (not only branches, which generate
tourism jobs) by 2020 to 171 000 persons (now 130 500 persons). (Finland’s inhabitants are now
about 5, 4 million persons.)
- tax revenues from all tourism branches are about four billion Euros at the moment – to increase
the sum up to 7,5 billion Euros in 2020
- added value of the whole tourism branch is at the moment about 3,8 percent of the GDP – aim is
to increase it to 5,1 percent by 2020
The idea is to strengthen the strong points of Finland and to develop tourism destinations and
enterprises operating in the networks.
Strategy consist of three sections:
1) Developing the tourism sector
2) Strengthening of Finland’s image as a tourist destination
3) Developing general business environment
1) Developing the tourism sector has 6 different actions mentioned very clearly:
1.1. Strengthening regional output of tourist destinations and networked tourism enterprises (e.g.
investments,
electronic systems, networking and marketing of regions)
1.2. Strengthening tourism enterprises both domestically and internationally (e.g. theme based tourism
product
development, promotional activities)
1.3. Sustainable tourism product development in regions and tourism enterprises (e.g. planning,
energy and
traffic solutions, water supply and waste water treatment, solutions, which support choices of future
consumers)
1.4. Developing education and training (e.g. education in accordance with the need, culture based
work-related
immigration)
1.5. Developing infrastructure in tourism destinations
1.6. Better use of information and research in tourism (e.g. statistics, other research information,
information
data base, industry based research)
2) Strengthening of Finland’s image as a tourist destination has two actions:
2.1. Promoting Finland abroad (e.g. Finnish Tourist Board, tourism brand image, joint projects and
coordination
of Finland’s image abroad)
2.2. Increasing the visibility of Finland abroad (e.g. congresses, meetings, events, incentives, sports
and cultural
events in Finland)
3) Developing general business environment has three action entities:
3.1. Taxation (e.g. VAT, electric and other taxation)
3.2. Accessibility of Finland (e.g. railway stations in Helsinki and Tikkurila, when new fast train to St.
Petersburg
starts, air travel)
3.3. Promoting year-round tourism (e.g. staggering of school holidays)
3.2. Multi-annual national tourism strategy specific / relevant for tourism
Finland’s Tourism Strategy to 2020 - 4 good reasons to develop tourism industry in Finland was
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published by the Ministry of Employment and the Economy at the beginning of June 2010 (see 3.1.).
Especially the public sector is responsible for implementing the revised strategy, but in the first hand,
the Ministry of Employment and the Economy.
Implementation of the strategy is monitored on annual basis and strategy is updated, if necessary, at
four-year intervals. The Ministry of Employment and the Economy has appointed in 2012 a working
group comprising representatives of the tourism industry to monitor the implementation of the tourism
strategy.
Revision report of the first three year 2010-2012 came out in May 2013.
“Road Map for the Future of Finnish Tourism” will be formed and launched in 2014.
4.
TOURISM CHALLENGES, MEASURES AND INITIATIVES
This section aims at collecting information on the challenges the Member states and the
tourism industry has to deal with as well as the measures put in place to tackle them.
4.1.
Key challenges for the tourism sector.
IMPORTANCE / PRIORITY
CHALLENGES
HIGH
Diversification of the tourism offer
MEDIUM
LOW
X
Protection of the cultural heritage
X
Protection of the natural heritage
X
ICT and innovation
X
Connectivity and transport
X
Employment in tourism
X
Improving education and skills in tourism
X
Combatting seasonality
X
Demographic changes
X
Improving accessibility of tourism
X
Improving socio-economic data in tourism
X
Economic crisis and recovery
X
Improving the sustainability of tourism offer
X
Combatting climate change
X
Improving the quality of tourism offer
X
Developing responsible tourism practices
X
Competition against other destinations
X
Administrative / regulatory burden, bureaucracy
X
Other, please specify
4.2.
Main measures aimed at tackling the key high-priority challenges indicated
above
Seasonality:
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


The aim of two national product based programmes (OutdoorsFinland and CultureFinland), is to
reduce seasonality/prolong the season by promoting the development of new offering. Financial
support is also targeted towards the same goal.
Research and monitoring for new markets (BRIC) and target groups (young Japanese women).
In the tourism strategy, we have written a wish that the Ministry of Education and Culture could
reconsider the timing of school holidays during summer and winter holidays.
Connectivity and transport:
The Ministry of Transport and Communication has special interest in developing public transport. It
supports public transportation by raising the standard of the service. The main projects related to
tourism:
 The air transport strategy project, due to be completed by the end of 2014, is part of the
Government Transport Policy Report which was submitted to Parliament in spring 2012.
 A new rail line to Helsinki-Vantaa airport will be completed by 2015.
 The Smart Transport Corridor (STC) between Helsinki and St. Petersburg aims to improve
sustainable mobility and effective flows of both personal and freight transport by systematically
utilising advanced ITS services.
Protection of the cultural and natural heritage:
The Ministry of the Environment and the Ministry of Agriculture and Forestry promote the tourism
development of the national urban parks and national parks.
The National Forest Programme (NFP) of Finland aims to ensure forest-based work and livelihoods,
biodiversity and vitality of forests, and opportunities for recreation for all citizens.
There are various on-going national and regional projects related to the natural and cultural heritage. In
June 2013 a new Finnish Nature Centre, Haltia, was opened. Presenting the best of Finland’s natural
features and biodiversity, and enable people living in or visiting the Helsinki area to get perspectives on
the natural wonders of the whole country.
ICT has become one of the main discussion issues in tourism field. So actions are surely to see
daylight in the near future (“Road Map” see 3.2.).
Sustainable development will stay as a key challenge in tourism business. The understanding must be
raised concerning this challenge.
4.3.
Legislative measures – if any -at EU level related to the above mentioned
challenges
4.4. Measures implemented to increase tourism flows from other EU Member States
and from third countries
Parliament of Finland gave extra budget of 1 million euros to product development (Wellness, Winter
Season) and promotion in Russia. The project is carried out 2013-14. Target areas are Moscow and
other main cities in Russia.
4.5.
How promotional measures implemented make use of / capitalise on the
promotional campaigns carried out by the Commission (i.e. Ready for Europe,
EDEN, low-season tourism campaigns, etc.)
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4.6.
Measures /actions which contribute to maximising the potential of national
policies for developing tourism (e.g. ensuring that tourism interests are taken into
account in the development of other policies which may have impact on tourism)
Tourism Key Project 2014
A national top project for tourism started by Minister of Economic Affairs, which main goals are to
increase Finland’s attractiveness as a tourist destination, to support competitiveness and growth in the
travel and tourism business, and to increase appreciation towards tourism. Road Show during the
spring 2014 brought together nearly 600 professionals to discuss tourism related issues.
Inter-ministerial working group is a non obligatory working group between the ministries involved in
tourism related matters. Members of the group include
- Ministry of Employment and the Economy (2 representatives)
- Ministry of Agriculture and Forestry (3 representatives)
- Agency for Rural Affairs (1 representative)
- Ministry of Transport and Communication (1 representatives)
- Ministry of the Environment (1 representative)
- Ministry of Education and Culture (2 representatives)
- Ministry for Foreign Affairs (4 representatives)
- Centre for Economic Development, Transport and the Environment in Lapland (1 representative)
Finnish Tourist Board (1 representative)
4.7.
Measures/actions which contribute to maximising the potential of EU Financial
Instruments for developing tourism (e.g. information on main objectives, financing
opportunities, training courses, etc.).
Different public and private organisations hold EU financing opportunities information events all over
the country.
4.8
EU programmes most frequently and for what purposes of tourism development
European Regional Development Fund (ERDF)
European Agricultural Fund for Rural Development (EAFRD)
European Neighborhood and Partnership Instrument (ENPI)
Interreg 4 A, 4 C North
European Social Fund (ESF)
Three main categories for targeting the content of EU funding are enterprise support projects,
operational activities, and services that support tourism, including infrastructure. Examples of
operational activities are marketing, product development, networking projects and research.
Supporting services and infrastructural projects include development actions for natural sites and
trails, cultural- and sport destinations, events and transportation sector.
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Sustainable and responsible tourism, whether talking about economic, social or
environmental sustainability, is a broad concept and may be interpreted in various ways
depending on the attributes of a Member State or region.
The following questions focus on sustainability and responsibility in tourism as described in
the 2007 Commission Communication2 on an agenda for sustainable and competitive
European tourism.
4.9.
Sustainable destination: What support is given to strengthen destination
management at the national /regional/local level (e.g. supportive policy
environment, knowledge networks, training programmes, technological support tools,
financial support, promotional activities, etc.)?
The development of tourism centres and their spheres of influence is one of the two strategic focus
areas in Finland’s national strategy for tourism. Therefore financial support has been granted along
these lines.
In Finland there are many eco-labels which aim at reducing resource use and the production of waste.
In the Tourism Strategy, there is an action which aims at this direction.
In 2012 various guidebooks on energy efficiency in tourism were published for the use of
entrepreneurs.
In addition for example a pilot project of a sustainable tourist centre was launched. The project
included a carbon footprint counter and an energy cottage service which help customers follow how
their own behaviour affects the energy consumption and how to reduce it.
DQN – (destination quality net) is a 2,5-3 year programme for tourist destinations and centres,
consisting of research, training and development aiming at the establishment of continuous quality
work, follow-up of this work, and systematic improvement of quality and the sustainability. There is a
special Green DQN concentrating on quality and environmental issues.
4.10. Sustainable businesses: What support is given to strengthen the sustainability
and competitiveness of tourism businesses (e.g. supportive policy environment,
knowledge networks, orientation of business support services to sustainability,
training, financial incentives, promotional activities, etc.)?
Financial support, various training programmes, pilot projects, guidebooks, tools and seminars aimed
at businesses to strengthen their sustainability and competitiveness.
4.11. Responsible tourism: What support is given to tourists and the tourism industry
to promote their responsible practices and choices (e.g. awareness raising,
sustainability in education, national marketing and media campaigns, promotion of
certification schemes, etc.)?
There are various supportive actions aimed at tourists and companies. For example:
- The Nordic Ecolabel is a voluntary ecolabelling scheme that evaluates a product's impact on
the environment throughout the whole life cycle. By using Nordic Ecolabelled hotels,
restaurants and conference services a consumer can contribute to a more sustainable
environment, and be among the millions of people in the Nordic market who daily make more
climate-friendly choices.
- Metsähallitus (forest administration) has published a guide “Act responsibly in Finnish nature Environmental Guide for Tourists and Recreational Users of Nature”
- Quality1000 is a programme tailored for the hospitality industry and founded on international
criteria for quality awards, including responsibility. One of the programmes under Quality
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http://ec.europa.eu/enterprise/sectors/tourism/documents/communications/commission-communication2007/index_en.htm
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1000 is aimed at destinations “Tourism destinations in Green DQN® . Green Start® is a tool
for responsible business with which company is enabled to launch a practical environmental
program and proceed towards sustainable tourism together with its operating environment and
customers . The logo is used to help the customers identify and select these responsible
companies and destinations.
Companies of Himos tourist resort (located in Central Finland) use internet based carbon
footprint calculator. The customers are able to calculate their own carbon footprint while
holidaymaking in Himos and have the option to make responsible travel decisions.
4.12. Most significant planned / future tourism measures (legislative or non-legislative)
which envisage to impact travellers visiting the country from other Member States
or from outside Europe
Travel facilitation related to tourism from Russia (visa free entry to Schengen area, development
projects in the eastern boarder)
Transit tourism development (passengers from Europe to Asia via Helsinki airport)
5.
ADDITIONAL INFORMATION
5.1.
Three best practices of tourism measures implemented at national, regional or
local level
Lapland – The North of Finland project
-
co-operation between actors in Lapland and Northern Finland
image marketing campaigns in selected markets in Europe (UK, Germany, Netherlands, Russia)
marketing brand: Only in Lapland
National theme-based tourism development programmes Culture Finland and Outdoors
Finland.
-
5.2.
They are co-coordinating the development work in their specific fields, conducting research
projects, developing tools for product development and for supporting new business opportunities
and organising sales and networking events. The programmes’ achievements include better cooperation between those involved, increased use of research information, and the introduction of
new products for consumers.
What policy developments / actions / activities would you expect from the
Commission's tourism team that would serve better (than the current ones) the
EU Member States and the industry
VISA issues
Strengthen and unify statistical data gathering, tourism research and market research in EU
Best practices and benchmarking cases delivery
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